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INTERVIEW: DMR Bikes
15th September 2004 - James
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DMR Bikes are one of the biggest UK bike companies. They produce all ends of components too, from chain rings to bars.
You've undoubtably seen them somewhere, we decided to ask Matt, one of the co-founders a few questions about the company. Heres what he he to say.
FTMB: Could you first tell us a little about DMR?
In its simplest terms - DMR is a partnership between myself and a school friend (Damian). Believe it or not it is nearly 10 years on from our first cold calls to UK dealers. Through the years, DMR has grown not just in the UK, but worldwide too and 2005 will see the introduction of several major new products – more on that soon.
FTMB: What inspired you to join the big ol' mountain biking world?
In 1 word - riding - pure and simple.
Both Damian and myself have always had a passion for bicycles. From the pre mountainbike days of 10 speed racers and bmx in the early '80's. Then to building up 'tracker' bikes to ride around the local woods and then saving up to buy our first mountain bikes in the mid '80's. After and during university Damian was involved in several MTB bike designs, and got a job working for a bike company. As soon as I knew this I was on his case and was lucky enough to be able to get a job at the same place. From the 1st few weeks in the 'industry' I knew it was right for me. It's not perfect but I reckon it is about as close as I can get to a perfect job..
Bombproof DMR Wingbars - ideal for freeride duties
FTMB: What sort of riding do you personally do?
Trail riding/singletrack - I am not a dirt jumper or a downhiller, would love to be but I don't have the skills. I think a big US company calls it "freeride lite" or "all mountain", but at the end of the day its all mountain biking.
FTMB: Whats your current bike? Top to toe in DMR kit obviously!
Yeah, DMR does feature quite heavily, DMR switchback frame, Z1 forks, DMR hubs, Mavic rims, DMR con rod stem, DMR zip grips, DMR elite saddle, oval post & bar, xt drivetrain with a DMR dual chain reactor & hayes discs. I also have a trailstar (from the first production run) built up single speed with DMR moto tyres and chieftain cranks, that is about as pure and simple as you can get and always puts the fun back into riding!
FTMB: Do you manufacture your components in house or get someone else to?
We used to make parts, but now nearly everything is out sourced, it keeps us more flexible and saves on valuable warehouse space, although we still do assemble a fair few parts.
FTMB: How much rider input do you get? From who?
We get a lot of rider input, I can safely say that no product hits the shops without first being tested and evaluated by riders. Obviously team riders play a huge part in this, guys like Ross Tricker, Duncan Ferris, Jon Moss & the rest of the team: Ollie, Mike & Damian, but we also ask other riders for feedback, this might be local guys or someone that works in one of our dealers or overseas distributor's.
Magnesium DMR V12 pedals - just dont go setting fire to them..
FTMB: How much time did it take you to go from prototype to the production product?
That varies, for example cranksets or frames can take a long time and go through several prototypes before we go full production, but a smaller product like the new simple tension seeker took a lot less maybe only 4 weeks
FTMB: Where do you get the ideas for products from?
Riding ourselves, team riders and general office discussions, a lot of conversations inevitably revolve around bikes, when you have 8 riders in one place all day, every day this often leads to one thing and then another and then a bulb lights up and then the ball is rolling!
FTMB: What sort of background did you come from to make DMR? engineering?
Both myself and Damian have degrees in design, after university between us we worked for various companies. Ranging from design consultancies, limousine makers, boat builders and several bike companies. Between us we spent more than 4 years living and working in Taiwan working for a Taiwanese bike company.
DMR Switchback, ideal for blasting the singletrack
FTMB: What are your plans for the future?
We have just moved to a new office and warehouse and like most people in this business we enjoy making fine bicycle components. But just as important to us is the opportunity and freedom to ride them. We understand that in order for our sport to remain healthy we need to 'chip in'
In the UK alone we support many riders, World Cup level BSX and DH racers through to guys that can clear any jump with style. We also support many small events and sponsor 3 or 4 major events, shows or races throughout the season..
FTMB: Got any teasers for new products coming out soon?
There are always new things in the pipeline, what was considered to be 'extreme' riding a few years ago has become commonplace today, (just compare the latest issue of a MTB magazine with one from 10 years ago). With this level of riding skill and componentry improving year on year, we have always known that we too need to continually improve and offer products that meet the demands of this fast evolving market. 2005 will be no different, at the moment we have some hot new products either in the pipeline or being tested right now.
Cant say much at the moment but 2 things sounds like puddle & liar...
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Silly strong Cheiftain Cranks Mk3
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